This article answers a straightforward question many sports fans and bettors still ask: What sportsbook is William Hill? The name has a long history in retail and online sports betting, but corporate changes over recent years mean that what the brand represents depends on where you are. The guide below explains the ownership and branding changes that matter for users, shows where to go to sign up depending on your country, and offers simple checks to confirm the correct operator and registration steps before you create an account.

William Hill remains a live sportsbook brand outside the United States under the group that acquired its non US assets.

In the United States William Hill US operations were rebranded to Caesars Sportsbook.

UK William Hill services are operated by WHG (International) Limited and listed on the UK Gambling Commission register.

What is the william hill sports book? A concise definition

The william hill sports book refers to the William Hill sportsbook brand and its services, but the name does not point to a single global operator. In many non US markets the William Hill brand remains active, while in the United States the same retail and online offerings were consolidated under a different sportsbook brand.

In short, if you see the william hill sports book name it usually denotes the William Hill branded sportsbook in markets where that brand is licensed, and it may mean Caesars Sportsbook where state rules and corporate ownership led to a rebrand in the US Caesars Entertainment announcement

Quick checks to confirm which operator runs the William Hill brand in your country

Check country regulator
Check operator public register
Check app store listing

Start with the regulator public register

Short definition

Keep the definition tight: the william hill sports book is the branding used for William Hill sportsbook services in jurisdictions where that brand operates, and the operational provider can differ by country. This explains why the same customer experience you expect in one country may be operated by a different corporate group elsewhere.

Why the name still appears

The William Hill brand continues to be used in several countries because ownership and licensing outside the US remained with the company that acquired those assets, which preserved the William Hill identity for local markets Reuters report on the acquisition

How ownership and branding changed: key events behind the william hill sports book name

2021 rebrand in the US

In 2021 Caesars Entertainment launched and promoted Caesars Sportsbook as its unified betting product, and as part of that move the William Hill US operations were consolidated under the Caesars Sportsbook brand. That change is the main reason US customers now encounter Caesars branding rather than William Hill branding when they access sports betting in states where Caesars operates Caesars Entertainment announcement

2022 sale of non-US assets and 2024 group rebrand

Caesars later sold the non US William Hill assets, and those assets were acquired by a different group in mid 2022. The acquiring group then rebranded the parent company in 2024, which helped keep William Hill as an active brand in markets outside the United States Reuters report on the acquisition

Put together, these transactions mean that William Hill as a consumer facing name can represent services run by different corporate owners depending on the country, so identical branding does not guarantee identical ownership or account terms.

Where the william hill sports book operates today: US versus non-US

United States: Caesars Sportsbook presence and state access

If you are in the United States you should look for Caesars Sportsbook when you want to place bets through the operator that absorbed William Hill US operations, because Caesars runs the product in states where it is licensed to do so Caesars Entertainment announcement

Availability varies by state; where Caesars holds local authorization you can use its website and mobile apps. Be aware that some states, such as Nevada, have special requirements for account registration that can affect how you sign up and verify your identity.

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Confirm your jurisdiction and use the operator site or app that is licensed where you live; check local rules before creating an account.

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Non-US markets: William Hill brand under evoke plc

Outside the US the William Hill brand continued under the group that purchased the non US business and later adopted a new corporate name, so in those jurisdictions you will usually see the William Hill name operated by the acquiring group rather than Caesars evoke plc rebrand announcement

Browser screenshot of UK Gambling Commission public register entry highlighting the william hill sports book license number in a clean Funded Plays branded interface

That regional split in branding and operation is why users in Europe and other non US markets still sign up at William Hill sites and apps that are licensed to the local operator rather than to Caesars.

Who runs William Hill in Great Britain and what licensing applies

Operator and account number

In Great Britain the online William Hill sportsbook is operated by WHG (International) Limited, and the operator appears on the UK Gambling Commission public register under account number 39225, which confirms its licensed status in GB UK Gambling Commission public register entry

What the UK license means for customers

A UK Gambling Commission listing means the operator must follow GB rules on age verification, anti money laundering checks and responsible gambling policies, and customers should expect identity and age checks during registration in line with the operator's terms William Hill terms and conditions for Great Britain

Practically that means new customers in Great Britain will be asked to confirm their identity and age and may need to provide documents or follow online verification steps before full account features are enabled.

How to access the william hill sports book: apps, registration and regional steps

UK sign-up and verification steps

For customers in Great Britain the usual route is to register on the William Hill website or download the official William Hill app, create an account and complete the verification steps required by the operator's terms and by UK regulation William Hill terms and conditions for Great Britain

Typical verification includes confirming identity and age, and additional checks may be required before you can deposit or use all features of the sportsbook.

US access via Caesars Sportsbook and Nevada exception

In the United States bettors should use Caesars Sportsbook in states where Caesars is licensed, and you will generally access services via the Caesars website or mobile apps where allowed by law Caesars Entertainment announcement

Nevada commonly requires in person steps for mobile wagering registration, so residents or visitors who try to register remotely may encounter additional identification steps or be directed to complete registration in person as explained in Caesars help guidance Caesars Sportsbook help guidance

What sportsbook is William Hill?

William Hill is a sportsbook brand that is run by different operators depending on the region; in the United States its operations were replaced by Caesars Sportsbook, while outside the US the William Hill brand continues under the group that acquired the non US business.

When you prepare to sign up, check which brand name appears in the app store for your country and whether the operator is licensed locally before you enter personal details. For general site navigation you can also visit the Funded Plays homepage.

What this means when choosing a sportsbook: simple decision criteria

Check your jurisdiction

First, confirm the operator that is licensed where you live by checking the local regulator public register or the operator's help pages; licensing determines which brand you should use and what registration steps apply. See the Funded Plays blog for related posts.

Match brand to operator and rules

Second, match the visible brand to the licensed operator; in the US that often means choosing Caesars Sportsbook where Caesars is the licensed provider, whereas in Great Britain and many other countries the William Hill brand will be listed with the local operator and regulator.

Finally, review verification requirements and app availability before registering so you are ready for any identity checks or state specific rules that affect account setup.

Common confusions and mistakes about the william hill sports book

Name versus operator confusion

One common mistake is assuming the William Hill name always refers to the same company worldwide; in reality the brand can be owned or operated by different groups in different territories, so the account terms and help pages you see will be tied to the local operator rather than to a single global owner.

Assuming identical services across regions

Another frequent error is assuming an account or app created in one country will grant access in another; app store listings, licensing and regional rules can prevent cross border use, and the US rebrand to Caesars means US customers typically use the Caesars platform rather than a William Hill US site Caesars Entertainment announcement

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Watch for state specific quirks such as Nevada registration requirements when planning how you will sign up and verify your account.

Summary and next steps for readers who want to use the william hill sports book

Key takeaways

The main point is simple: William Hill as a brand is used differently by region. In the United States the former William Hill US operations became part of Caesars Sportsbook, while outside the US the William Hill brand continues under the group that acquired the non US assets, and availability depends on local licensing Caesars Entertainment announcement

Where to verify licensing and help

If you plan to register, check the local regulator public register for the licensed operator and consult the operator's help or terms pages for verification steps and any state specific registration requirements before you sign up UK Gambling Commission public register entry

Taking those steps will clarify which app or website to use and what identity checks you must complete, helping you avoid common registration surprises.

Minimalist vector smartphone showing a sportsbook app store listing with regional flags indicating availability by country william hill sports book

Is William Hill still operating in the United States?

No. In the United States the former William Hill US operations were rebranded and now operate under Caesars Sportsbook in states where Caesars is licensed.

Who runs William Hill in Great Britain?

WHG (International) Limited operates the online William Hill sportsbook in Great Britain and appears on the UK Gambling Commission public register under account number 39225.

Do I need to verify my identity to register?

Yes. Most regulated jurisdictions require age and identity verification during registration, and some places have additional rules such as in person steps for Nevada.

If you are ready to sign up, pause to verify which brand and operator are licensed where you live and read the operator's help pages for identity checks and registration rules. Doing that before you enter personal details reduces the chance of surprises during verification. Responsible participation and following local rules are important. Licensing and operator terms determine the experience you will get, so confirm both before you register.